One of the most common mistakes made by entrepreneurs is the wrong identification of brand identity. Brand is what distinguishes one another, attracts consumers and contributes to the creation of dedicated customers. An easily identifiable and beloved brand is valuable to the company. After all, 59% of consumers worldwide prefer to buy products from well-known brands.

So, what is brand? It is more than an impressive product or logo, it is the company itself and determines the first impression of customers once they come in contact with it. What keeps the customer’s interest unimpaired and helps to increase sales is the impression or perception of the company, ie its brand. No matter how good the product may be, prospective buyers are not excited by a brand, if they are not aware of it.
The following steps should be taken into account, for a brand to build a strong identity that consumers recognize:
• “Know it”: Essentially, every business needs clarify its identity, its purpose, its basic principles and values. It should also determine in a simple and clear way the properties and benefits that make it unique. All these elements should be communicated to the prospective customers through the marketing strategy.

• In-depth competition research: Companies should be refrained from imitating the big brands in their industry as consumers are becoming more and more up to date and demanding looking for original, authentic and honest brands. However, it is useful for businesses to be aware of big brands’ strengths and weaknesses as well as how they have managed to consolidate, so that they can differentiate from them and compete successfully.
• Identify the target audience: It is necessary for the business to determine the target audience in order to tailor its messages accordingly. To this end, information such as gender, age, educational level and type of employment of the target consumer, could be extremely useful in order to understand their particular needs, requirements and lifestyle, and create a Brand identity that consumers appreciate.
• Developing Brand Creative Features and Communicating to all Marketing Channels: These are the verbal and visual elements used to express a brand’s personality. Such are the name of the business, the logo, the slogan, its mission and philosophy, the colors and the fonts that represent it. Word elements should be brief and reflect in an inventive way the company’s raison d’être, its values ​​and the benefits it offers to its customers. All these elements should be communicated consistently on the website, social media, advertisements, packaging, printed promotional materials as well as by its employees.